Identification: awareness and potentials · 2010-11-29 · 1 Identification: awareness and potentials The first step of the quality virtuous circle, in order to launch or strengthen

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Identification: awareness

and potentials

The first step of the quality virtuous circle, in order to launch or strengthen the local promotion process of the origin-linked product is to identify the relationship of the product with its territory, its potential and needs. Several important questions for local stakeholders are addressed in the following chapters of this part:

• What are the links between the local product, the place and the people? Is there a potential for promoting an origin-linked product in a sustainable perspective? (chapter 1.1)

• What are the reasons for engaging in such a sustainable development process? (chapter 1.2)

• Why is there a need to establish collective rules and collective rights on the reputation of the origin-linked product as the basis for the next step of the qualification process? (chapter 1.3)

• How to establish collective action? Which actors, internal or external to the production system and territory, can be involved? (chapter 1.4)

The links between products, people and places 1

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1.11.1 The links between products, people and places

The possibility of activating the origin-linked quality virtuous circle depends on the presence of three main pre-requisites:

• The product: it presents some specific characteristics linked to geographical origin that gives it a special quality and reputation in the market, resulting in specific consumer demand.

• The place: the special quality characteristics are the result of the natural and human resources of the local area in which it is produced.

• The people: the local producers, having inherited traditions and know-how, together with other local stakeholders, must be motivated to engage in a value creation and preservation process.

Figure 2: Interaction between people, product and place

Origin-linked products have the potential to be part of a sustainable quality

virtuous circle based on their promotion and preservation of local resources.

This potential is based upon their specific characteristics, the result of a unique

combination of natural resources (climatic conditions, soil characteristics, local

plant varieties, breeds, etc.), local skills and historical and cultural practices,

as well as traditional knowledge in producing and processing the products. The

first step for local actors is to be aware of this potential by identifying the links

between product quality and the local environment.

Introduction

PRODUCTspecific quality,reputation

PEOPLEMotivations and capacity to engage in a collective value creation and preservation

process

PLACETerritory

Local natural and human resources: soil, climate, breed,

varieties... know-how, traditions...

Linking people, places and products

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11.1 The product: specific quality and reputation

Some agricultural and food products display specific characteristics which are inherent to the place where they are produced and that give the product a reputation.

Tequila, Parmigiano-Reggiano, Darjeeling or Champagne are only a few examples of product names which acquired a reputation linked to their geographical origin. Specific quality means that some characteristics differentiate the product from the other products of the same category and consumers perceive it as such, regardless whether the market is local, national or international.

Regarding the differentiation in the market, the typicity is an important feature to consider,meaning the product is not only specific; it is also unique, by its combination of natural and human production factors, anchored to the territory. Such products

cannot therefore be reproduced elsewhere. The degree of specificity and anchorage of the local resources is a measurement of typicity.

Consumers’ perception is linked to the reputation of the origin-linked product and its recognition in the market. Market studies (See chapter 3.2) are necessary to identify this reputation and perception by answering different questions. For example, is there a specific demand and a willingness to pay for it? Do consumers differentiate that particular product from others of the same category? Is there a specific group of consumers who can be targeted for this specific product?

Therefore, the name of the product plays an important role in consumer recognition of the specific quality product, by referring to geographical names and symbols, which are unmistakably linked to geographical places and their people.

Examples of specific characteristicsDifferent objective or subjective specific characteristics can appeal to consumers. They can relate both to intrinsic quality, such as aroma, texture, flavour, shape and colour, and extrinsic attributes, related to the way of producing, preparing and consuming the product. These provide subjective, material or symbolic assets: either emotional (for example the sense of “being part” a community), ethical and societal (for example by preserving traditions and know how, supporting local producers, environment friendly, etc.) or social and fashionable (for example, the product reflects our social status).

BOX 1: TERROIR AND TYPICITY

A terroir is a delimited geographic area where a human community has developed, over the course of history, a collective production method and know-how. A terroir is based on a system of interactions between physical and biological milieu and a set of human factors involved to convey an originality, confer typicity and engender a reputation for a product.

Typicity is an inheritance which has historical and geographical origins and which is anchored to a territory througha cultural identity and heritage.

The presence of unique herbal varieties and species in pastures gives milk a specific flavour and chemical composition, delivering uniqueness in cheeses.


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1.1The place and the local resourcesThe place represents the geographical area that bears both the natural resources (physical and biological environment or milieu) and the human resources linked to the generations of inhabitants and producers. This territory is delimited in space

Case Study 1: Identification of specific quality and reputation

UVS SEA BUCKTHORN (Mongolia)

Sea Buckthorn (hippophae rhamnoides L) is a highly nutritious and versatile berry, containing a lot of vitamins, in particular vitamin C and other mineral substances, which is traditionally processed as juice and oil in Mongolia. Uvs is the name of the province home to wild Sea Buckthorn in Mongolia and where Sea Buckthorn was first domesticated in the 1940s. The natural environment of Uvs is unique, composed of great lake basins (salty lakes) and cold water rivers, with a very harsh climate. In order to withstand this harsh and cold climate, Sea Buckthorn develops a rich oil content that allows vitamins and mineral substances to be kept in the fruit for a long period. In addition to these specific climatic conditions, the muddy soil rich in iodine and fed by permafrost water also contributes to the creation of the unique quality of Uvs Sea Buckthorn. These specific characteristics are recognized by consumers locally but also internationally, especially in Japan and Korea, where it is used as a raw material for organic juices and cosmetic products. The growing demand for Sea Buckthorn products originating from the Uvs district led some local producers to seek protection of Sea Buckthorn as a GI.

SALT OF AMED (Eastern coast of Bali island, Indonesia)

The salt produced in Amed is a marine salt elaborated by natural evaporation, in traditional salt marshes located on the beach. This salt is the result of a very dry micro-climate of the Amed region. Amed salt has specific characteristics. The crystals are smaller than standard marine salt. The colour is white-beige with a light tint of pink. Amed salt is crunchier than industrial salt and tastes less salty. It has a complex aroma: sour at the beginning then progressively going bitter. It sells for twice the price of other salts.

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Source: Durand C., 2009.

Source: Ts. Enkh-Amgalan, 2009.


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11.1 and relates to the interaction between

its people and the environment. The term terroir represents the capacity of this territory to confer, over time, specificity and typicity to the product.Natural resources are often linked to human intervention, as the physical environment is also shaped by human choices and adjustments made to adapt production methods to the environment on the basis of a cultural heritage and local know-how. In this sense, the product belongs to the local community that created, adapted, preserved and passed on the specific environment, the local resources, the techniques and the culture required to reproduce it.

The terroir and its different components, the traditions and know- how, are the outcome of actions taken by many people from the territory over a long period. This means that the product is tied to a local community and has a heritage dimension. Consequently,

a product, its name and its reputation in the market, cannot be the property of a single person, nor of a single private actor. On the contrary, the local community acquires a collective right to the product and is entitled to ensure that the product is made according to the rules defined by the community itself.

People: the collective dimension and potential for actionAs a result of its heritage dimension, the product specificity and reputation belong to the local people who share a collective right to benefit from it. Therefore, a collective approach is required to

engage the quality virtuous circle in order to promote and preserve the origin-linked product and local resources. The potential for engaging the value creation process depends on the will, motivation and capacity of the local community, and especially of the local production system, to coordinate their actions and promote the product collectively.

Many stakeholders are involved in the production and value creation process of a specific-quality product linked to its geographical origin, and many different actors may have an interest in the product. Firstly, supply chain actors play a central role, and often within a traditional production system, the role played by women, elderly people and families is of particular importance. In fact, the local community members may see the product as an element of their local culture and at the core of local activities. Local institutions, public authorities, consumers, researchers, NGOs, etc., inside and outside

Heritage and know-howGenetic resources of specific plant varieties or breeds, for example, are the result of an intentional selection made by farmers over many years. Specific agronomic, breeding techniques and raw material processing, have been locally developed, taking into account the specificities of the local environment and materials.This knowledge is often “context-specific” and “non-formalized” (non-written). It is shared within the local community, passed on through practices and usage, and it has adapted to the local changing environment and within organizations through a learning-by-doing process.

Physical environment and natural resources Specific features can be identified in many different factors, such as seasonal temperatures, humidity levels, wind, the physical-chemical characteristics of soil and water, sun exposure and pastures composition. These are among the most important physical resources that may confer a specific quality to agricultural and food products. Genetic resources are another type of specific local resource. Local plant varieties or animal breeds can adapt to a specific environment over time and are often the source of specific qualities identified in agricultural and food products.


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1.1

the territory may have an interest in the promotion of the origin-linked product (See chapter 1.4).

These stakeholders may influence differently the origin-linked product development, conveying their own vision of the product and their own interests. For example, local consumers are more interested in specific aspects of a product that may be different from those considered by businesses. On the other hand, bigger and/or modern companies are interested in different aspects of a product than an artisan or a small-scale business.

Case study 2: The link with the physical environmentPICO DUARTE COFFEE (Dominican Republic)

A study carried out by the Dominican Institute of Research on Agriculture and Forest (IDIAF) and CIRAD for the PROCA2 Project assessed the quality potential of different production zones in the Dominican Republic. Researchers bought coffee made from 100 percent red cherries and processed it in order to obtain an optimal quality (pulping within a few hours of harvesting, controlling of the fermentation cycle, double washing with clean water, controlling the humidity rate and so on). The coffee quality was assessed physically (size, number of defects, density and colour of the beans) and cup attributes. This study revealed the specificity and potential of each of the Dominican coffee production zones. This activated many projects for developing origin-linked coffees, including by means of GIs. Indeed, a discussion between local actors in different production areas arose based on the scientific findings, aiming to define more precisely the geographical boundaries, especially altitude and administrative boundaries. One of the GI initiatives is Pico Duarte Coffee.

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Source: Belletti G. et al, 2007

Women picking stigma from the saffron crocus flowers, in Taliouine, Morocco

The selection of green coffee in the Dominican Republic


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11.1

Case study 3: The path from identification to qualificationCHIVITO CRIOLLO DEL NORTE NEUQUINO (Argentina)

Chivito Criollo del Norte Neuquino is a local goat breed from Patagonia in Argentina, produced exclusively on natural mountain pasture. The breeding is based on the knowledge of local people who practice transhumance.The National Institute of Research and Extension in Agronomy (INTA)started in 2001 a participative programme with the producers to identify, conserve and improve the breed. This programme led to an in depth identification of the breed and its genetic make-up through a specific methodology for animal genetics and in relation with the local environment and know- how (www.fao.org/ag/againfo/programmes/en/genetics/map.html).The programme was an opportunity to reveal the importance and specificity of the natural and cultural resources giving the meat its specific quality linked to geographical origin, thus the potential for developing a GI product. Based on the identification outcomes, the producers supported by INTA and other local actors then engaged the qualification phase to set up the rules for GI use.

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Source: Pérez Centeno, M. 2007


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1.1PRACTICE

Think about the issues raised in this chapter in relation to your situation.

Answer the following questions Product

• What are the specific characteristics of your product? Why is your product different from similar products sold on the market?

• Which quality attributes of your product appeal the most to buyers and consumers?

• How many types of this product do you know? • Will your product characteristics change in the future? Which ones? Why? Place and specific resources

• Where does the specific quality of your product come from? • Which are the natural resources used in the production process? • What are the specific knowledge, skills and know-how, related to the origin-linked

product? • What is the area where you produce or possibly can produce it? • Can you trace back the history of your product? Do you know any “stories”

(narrative, legend) about your product? People

• Who are the local actors who are involved in the production process (supply chain)? • Which are the local actors who, although not directly involved in the production,

seem interested in the product valorization and protection? • Who are the external actors interested in the product (e.g. University, Government,

retailers, processing companies)? • What are the characteristics of these different categories of actors? What are their

motivations and aims in promoting and preserving the product?

List in the tables1) Specific qualities of your product 2) Specific local resources of the production

process 3) Link between qualities and local (natural and human) resources.

1) Actors involved in the product 2) Their characteristics 3) Their motivations

1) Specific qualities 2) Specific local resources 3) Comments……

……

1) Categories of actors 2) Characteristics 3) MotivationsLOCAL (inside and outside the supply chain)a) …b) …

a) …b) …

a) …b) …

NON LOCALa) …b) …

a) …b) …

a) …b) …

Why engage an origin-based collective process? A sustainable perspective 1

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1.21.2 Why engage an origin-based collective process? A sustainable perspective

Rural and sustainable developmentThe contributions of origin-linked products to rural development encompass not only agricultural growth and agribusiness development, but also the development of other local activities, the social dimension and empowerment of local actors (community participation in the definition of objectives, social equity, the growth of social dynamics, the local population’s confidence), and the role of local resources.

The contribution can also be considered in terms of sustainable development, a concept that emerged from the need to promote development that “meets the needs of the present without compromising the ability of future generations to meet their own needs”. Promotion and preservation of origin-linked products can serve as a tool to address the three complementary pillars of sustainability: economic, environmental and social, intrinsically associated in the case of an origin-linked product. The contribution of origin-linked products to rural and sustainable development is particularly relevant for fragile or remote areas, where unusual constraints and less competitive production conditions can be turned into assets by adding value. As a result of their special ecological significance, specific

As the quality of origin-linked products is deeply rooted and linked to

specific local resources, the survival and improvement of the production

system can play an important role in supporting the local economy and way

of life. Adding value to such a product while preserving its characteristics

allows for remunerating and reproducing specific local resources, not only

benefiting the production system, but also rural development dynamics,

local society and, often fragile, natural resources. It means creating a

synergic relationship with the two other pillars of sustainable development:

environment and society.

Introduction

Possible benefits by engaging a value creation and preservation process

- Maintaining and/or increasing local revenues and local employment in the different stages of the production process (production, processing, distribution).

- Allowing local people to stay and live in the production area.

- Preserving the environment and biodiversity- Maintaining traditional farming with its

potential positive contributions to the landscape, favorable habitats for biodiversity and soil preservation.

- Maintaining traditional processing systems and recipes.

- Keeping alive local traditions and local culture related to the product.


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11.2 natural resources are often less productive

than conventional ones in terms of physical and economic productivity, and the production system cannot be competitive in terms of volumes or prices but can differentiate its products through specific and high value characteristics. This is the case for many specific breeds raised on local pastures. They may produce less milk than other breeds, but the milk yields distinctive cheeses produced according to local artisanal recipes.

The economic pillar: adding value and benefits from organization

Accessing markets

Origin-linked products have the potential to create added value through market recognition, provide access to new niche markets for differentiated products, or prevent products from disappearing because of competition.This can contribute to ensuring a decent income for local producers if the higher added value is fairly redistributed among producers.

A higher selling price is often one of the first aims of supporting a strategy for an origin- based product, but increased economic value also means better access to new

BOX 2: PREMIUM PRICE FROM DIFFERENTIATION

Comparison of prices between origin-differentiated and non-differentiated roasted coffees on international markets August-December 2006 (US dollars/pound).

43,4429,87

1211,9111,4511,3611,2811,2211,1611,14

10,0910,079,92

3,17

Jamaica Blue Mountain100 % Kona

Kenya AASulawesi

Ethiopia YirgacheffeJava Estate

Ethiopia Harar/HarrarPapua New Guinea

Sumatra MandhelingTanzanian PeaberryCosta Rica TarrazuGuatemala Antigua

Colombian SupremoAv erage retail price

Source: Teuber R, 2007.

The Maremmana is a very specific breed of cattle in the Maremma region (Italy), which is extremely uncompetitive in terms of costs and productivity. The valorization of the specific characteristics of the meat can allow the survival of this breed, which has no substitutes in the production area.


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1.2or existing markets, thanks to the differentiation of the product. In other words, it should allow local producers to participate in markets where they can obtain a price that covers production costs despite the presence of more lower priced products from outside the area.

Value creation is also a driving force for ensuring consumer confidence in the origin of the products and in maintaining generic quality requirements, through the use of quality insurance schemes and traceability systems throughout the process. Accessibility to and maintenance of profitable marketing channels is of key importance in order to maintain local resources. Through the effective marketing of these products, rural activities can be maintained and even diversified, so as to promote related industries, such as tourism, and also to prevent outward migration.Indeed, specific local resources involved in the production system, i.e. unique plant varieties, animal breeds or traditional landscapes, food traditions and culture are valuable also for tourism and gastronomy.

Maintaining a traditional production system in remote placeIn many remote areas like mountains or desert, numerous traditional products are at risk of disappearing, as production is not competitive (cost of production, imitation by actors outside the area). This in turn forces people to leave these areas. Promotion and protection of the origin-linked product from unfair practices in the market may allow them to continue to be produced. See for example the cases: Turrialba cheese (case study 4 in chapter 3.2); Cotija cheese (case study 11 in chapter 3.3), Limon of Pica (case study 3 in chapter 5.2).

Case study 4: Influence of reputation on price formation NAKORNCHAISRI PUMMELO (Thailand)

The pummelo is a tropical or near-tropical fruit native of South East Asia and is the principal ancestor of the grapefruit. It flourishes naturally at low altitudes close to the sea, but because of its restricted cultivated areas, its production is often overshadowed by that of grapefruit. It is well-known to be a luscious fresh fruit and is more popular than grapefruit for many consumers in the Far East. It is claimed that the Nakornchaisri pummelo’s (Thailand) quality attributes stem from human intervention through specific farming traditions and production skills, coupled with unique geographical conditions. Nakornchaisri pummelo is sought out by discerning consumers and growers who are willing to pay a high market price. In 2005, the Nakornpathom Chamber of Commerce established a GI for the fruit to identify the product and to protect and promote its market value.GIs can be a very important determinant for higher market prices. For export, purchasing price and fruit quality, Nakornchaisri pummelo have been used as a benchmark for fruit from other regions. The fruit from Nakornpathom (GI designated areas) receive a price premium of 2 to 4 Baht higher than fruit from Phetchaburi or other areas of an almost equal quality. Supply from other regions of the country is increasing. Currently, consumers are willing to pay a higher price for fruit claimed to come from Nakornchaisri. Traders rely mainly on consolidators to ensure the origin of the area of production, thanks to the trust that has been established on the basis of a long-term working relationship between exporters and consolidators.

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Source: Tongdee, S.C. 2007.


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11.2 Benefiting from the local organization

The value creation process requires the coordination of small-scale actors (horizontal and vertical relations along the supply chain) to strengthen a territorial network. Thanks to the collaborative interactions among local stakeholders with public and private sectors, local actors can even compete with bigger firms.Small-scale firms can obtain a good added-value with little investment in promotion and marketing of the origin-linked product; indeed there is no need to invest in new products and promotion can be collective.Apart from the activities directly associated with the supply chains of origin-linked products (trade, preservation, packaging, controls), the value creation process to promote such products can strengthen other local activities, especially in the tourism and gastronomy sectors.

The environmental pillar: sustainable use of resources and biodiversityThe promotion of origin-linked products can generate two kinds of positive impacts:

• Sustainable use of natural resources: identifying the link between the product and the terroir raises awareness of the importance of a sustainable use of local resources. Moreover, origin-linked products are often linked to traditional production systems and extensive practices with lower environmental impacts compared to modern techniques and inputs.

• Biodiversity: origin-linked products often use traditional, endemic or specific locally-adapted species, varieties, breeds and micro-organisms. The promotion of such products can help resist pressure towards increased specialization and standardization, thus preventing the disappearance of habitat, typical landscapes and genetic resources.

Cocoa Arriba in Ecuador: The promotion process aims also at preserving the ancient Cacao seeds which were increasingly being replaced by new and more productive varieties.


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1.2The social pillarSince origin-linked products have generally been produced for a long period in the same social and cultural environment, they incorporate strong empirical and locally validated experiences and know-how by producers regarding how to manage a sound production process and attain high specific quality within a particular local environment. Moreover, the link between product, people and place often makes the GI product a cultural and symbolic marker and an element of identity for local populations, transcending even its economic impact.

As a consequence, the social dimension has many aspects:• The origin-linked product is related to the preservation of the natural and cultural

heritage, traditions, know-how and lifestyle in marginal areas.• The collective dimension of the origin-linked product strengthens social linkages

between local actors, not only through local organizations and greater equity in the production sector, but also externally, as all local stakeholders are involved (for example public actors, stakeholders of the tourism industry, schools, etc.).

• Promotion of an origin-linked product increases self-esteem among local actors as their identity and related way of life, including the role of each actor (men and women, young and old people) is recognized and considered valuable. This is especially the case in remote areas, where the production system differs greatly from modern systems.

• Traditional production, and processing of these products often involves work undertaken by women, thus giving positive social and economic recognition to their work and providing an opportunity for their involvement in the creation of added value on farms or in small-scale factories.

• The sustainable management of various local resources used for food and agriculture contributes to food and livelihood security while the preservation of typical products offers consumers broader food diversity.

Chivito Criollo del Norte Neuquino (Argentina): preservation of the “Crianceros way of life” and increase of the “territorial self-esteem” with involvement of all local people (i.e. school contest to design the logo)


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11.2

A tool in the hand of local actors for a sustainable territorial approachPromoting an origin-linked product has the potential to maintain and promote non- standardized food products in new and existing markets, to preserve the associated socio-ecological system and maintain population stability in rural areas. From this perspective, people can contribute from the production side to a territorial and integrative approach for sustainable development in particularly fragile areas.

Nevertheless, it is important to recall that the modalities of the local process will determine the real contribution to sustainable rural development. Positive effects in economic, environmental and social fields are neither automatic nor simultaneous and some negative results may even occur.

In any case, the process and its effects have to be assessed by stakeholders in order to improve an origin-linked product over time and allow the reproduction of resources. This shall be addressed with key factors to be considered in Part 4.

Case study 5: Contribution to social sustainabilityMAIZ BIANCO DE CUZCO (Peru)

The Giant White Corn from Cuzco is produced in the “Sacred Valley of the Incas” along the Vilcanota river, between 2600 and 2950 m of altitude, Cuzco being the famous ancient Inca capital.Cultural heritage preservation. This very ancient variety of maize has an important tradition and religious function. The valley is part of the country’s’ main cultural and natural attractions, like the Machupicchu, the Ollantaytambo archaeological sites or the crop terraces typical of the region of Yucay. The promotion as an origin-linked product contributes to maintain ancestral agricultural practices and related landscapes that local producers consider part of their legacy.Producer self-esteem. The Giant White Corn from Cuzco was recognized as a geographical indication in 2005 by the office in charge of intellectual property in Peru. This official recognition corresponds to an external recognition of the product’s value, thus reinforcing producer self-esteem and the sense of identity of the local community.Strengthened social linkage. The process to obtain the official recognition involved a wide range of public and private representatives of the region, thus contributing to strengthened networking between institutions. At the producer level, an organization was not yet in place but would be a crucial step in order to reinforce social cohesion around the product promotion objective.Food and livelihood. Maize is an essential component of the Andean food and many varieties are produced.If Valley tourism attractiveness is an asset for local marketing, much is at stake for producers if tourist activities put pressure on agricultural lands. Raising awareness of the value of this traditional production not only for producers but also for tourism and local food availability should enhance reaching a balance between economic activities (tourism and agricultural production).

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Source: Rivera Campos and Riveros Serrato, 2007


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1.2Case study 6: Origin-linked production for promoting the sustainable development of a fragile areaLIVNO CHEESE (Bosnia Herzegovina)

The Livanski Sir (Livno cheese) was originally a sheep’s milk cheese. Production began several centuries ago and recently, it was produced using cow’s milk. Nowadays, Livanski Sir designates several types of cheeses, among them an ongoing protected denomination that tries to associate the name with a strong sheep milk composition (at least 70 percent). The production area is very specific,with hills, pastures and meadows, mountains with oak and pine Forests and karstic fields with pastures, meadows, forests and marshes called Polje. Karst Polje is a three dimensional natural landscape shaped by the dissolution of soluble layers of bedrock, mostly limestone. It is characterized by a high level of biodiversity, cultural heritage and marginal and sensitive areas. As a result of the threats against biodiversity, a global project under a collaborative framework, the Dinaric Arc Initiative, was implemented, focusing on the preservation of the environmental and cultural diversity and heritage of the Dinaric Arc region through the integration of all relevant sector policies. Regarding the agricultural sector, the objective is to reactivate sheep production and pasture management that play an important role in the biodiversity and equilibrium of the area and by, by adding value to the Livno cheese produced, through a GI process. This process was initiated by the local association of sheep breeders and cheese producers (Cincar association), and supported by an Italian NGO (UCODEP).

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Source: Bernardoni, P. et al, 2008, Dinaric Arc Initiative (FAO and other partners, including, WWF, IUCN, UNDP)

Overall concept

Community-based Rural

Development and NaturaI Resource

Management in the DinaraArea

Component 2

Natural

Resources

Management

Component 1

High Quality

Agricultuml

Products

Component 3

Rural

Tourism

Stakeholders Participation-Involvement-Decision-Implementation

Project Support:Sound Strategic Planning and Supportive Measures

Community Initiative Projects

Spring floods in Livanjsko Polje

The Livno cheese


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1.2PRACTICE


Answer the following questions• What are your main objectives and expected outcomes in promoting your origin-

linked product? • What are the positive effects of your product on the local system today? - Make a checklist of possible consequences and outcomes. - Associate these outcomes with the specific local resources responsible. • What are the potential positive outcomes that the product could generate? • Are there any threats to specific local resources necessary for the product? Where

do they originate? • How do these threats relate to economic, environmental and social dimensions? • How could you further take into account other dimensions for sustainable

development?

List in the table1) Main objectives2) Expected outcomes3) Link to sustainable development,4) Specify the means: how and which local resources are involved and what the

constraints must be overcome

1.Objectives 2. Expected outcomes

3. Relation to sustainable development

4. How? What are the constraints?

… … .. ..

Geographical Indications, local regulation and protection 1

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1.31.3 Geographical Indications, local regulation and protection

There are many different reasons for establishing common local rules for geographical indication products. The two most important ones are:

• improve coherence between different producers;• avoid unfair practices and misleading consumers regarding the use of GIs.

What is a Geographical Indication (GI)?Product characteristics, production expertise and consumption experiences are incorporated over time within the name of a unique product so that the acquired reputation becomes a valuable asset. When this asset is linked to a particular geographical origin, it is generally recognized by the use of a GI to designate the product.

Through the contributions of many local producers, some products earn a reputation over time that is inextricably tied to the place of production. Contrary to the use of an individual company name or commercial trademark, a geographical indication can benefit all producers in a region by associating a specific product with a given territory.

A GI encompasses four main elements: • a defined geographical area of production; • specific production methods;• specific product quality and;• a name and reputation that differentiates the product

from others.

Names and representations, which refer to a place, are very often used by

local actors and consumers to identify the particular origin of products.

Therefore, these geographical indications (GI) play an important role in the

value creation process differentiating origin-linked products from others

of the same category. This collective reputation can be subject to misuse

inside and outside the territory. The use of GIs requires a localized definition

of common rules in order to improve coherence between local producers,

avoid unfair practices and the misleading of consumers. The recognition of

the collective rights of local producers over the GI is also a fundamental step

for engaging the qualification of the product.

Introduction

A GI is a place or country name that identifies a product to which quality, reputation or other characteristics are attributable. A GI signals to consumers that the goods have special characteristics as a result of their geographical origin. Therefore, a GI is more than an Indication of source or provenance; it is a reference to a quality. As opposed to a “Made in” label that does not refer to a certain quality.


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11.3

There are many types of identifiers that may constitute a GI: • a geographical name alone can become the name of the good (such as Bordeaux or

Champagne), or the origin of the product being associated with its common name (such as Coffee of Colombia or Chivito Criollo del Norte Neuquino in Argentina, Pico Duarte coffee, etc.);

• a name, symbol or words referring to a place and its local people, although they are not names of geographical places (for example, Feta or Basmati);

• additional associated characteristics that should also be considered as geographical identifiers. For example, images of famous places like mountains or monuments, flags, specific objects, and folkloric symbols;

• the specific traditional shape and appearance of the product, such as unique packaging or a common element on the label (See examples below).

Examples of labelling with geographical indications

The Vacherin Mont-d’Or is a soft cheese, The Bocksbeutel is the German name produced on the French and Swiss sides of the Jura mountains, is encircled with spruce bark and packaged in a box made of wood. This gives a specific appearance and particular taste to the cheese.

The Bocksbeutel is the German name of a particular shape of bottle for wines that is reserved by EU law for use with only certain wines from designated areas in Germany, Greece, Italy and Portugal.


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Use and misuse, the need for well established and explicit rules A GI incorporates the values, reputation and history of a given product. Over time, local communities can develop informal common rules linking specific quality products and names used to identify them, becoming legitimate users of the intellectual property rights associated with the GI. The GI, therefore, becomes an important collective asset for the value creation process.

Local stakeholders can make use of the GI and participate in its value creation. If the product characteristics comply with a local tradition and image of quality, the product will preserve and increase the GI’s value. But if not, the GI’s value will diminish.

In other words, the behaviour of each producer can benefit or damage the GI as an asset. As long as a product benefits from a collective reputation, it means that there are already certain local rules followed by producers. However, this reputation can be damaged if producers using the GI name do not respect the principles that made the product typical and valuable.

In order for producers to contribute to the preservation of the specific characteristics and the value of the GI product on the market, it is important that some clear rules exist and are enforced.

Nonconformity to the local rules

The value attached to the GI can attract imitators, usurpers and free riders who may misuse the GI designation and harm the GI’s value. Such competitors may try to benefit from the reputation of a GI without meeting the expectations concerning the geographical origin and/or the quality of the product. They may endanger the reputation

1.3

BOX 3: THE FORMALIZATION OF RULES AND COLLECTIVE ACTION EXAMPLE OF NYONS OLIVE OIL

The ancient Romans introduced olive trees to the region of Nyons (France). Nyons olive oil has been famous for about 2000 years. Throughout the twentieth century, it benefited from a price premium. During the 1970s, local producers and traders started to perceive a threat; a number of large traders began selling under the name of “Nyons olive oil”, an olive oil which was in fact imported in bulk from abroad and only bottled in Nyons. This threat of imitation and misuse of the name stimulated local suppliers and processors to define and defend their common interests. In this case, the existence of a local cooperative facilitated the process. Nyons olive oil was defined as extracted exclusively from the “Tanche” olive- a local variety established long ago and particularly well adapted to the strong winds and risks of frost prevailing in this production area. The geographical area was defined accordingly. Nyons olive oil later became the first protected GI product in France, apart from wine and cheese. This pioneering experience paved the way for other GIs on diverse agri-food products.

Source: Pecqueur, B. 2001


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11.3 of the product, the functioning of the value creation process, the reproduction of specific

local resources and the beneficial outcomes of the product on the local community. The production of imitation GI products and GI misuse may arise from producers

within or outside the territory. If the range of production processes and inherent characteristics are very broad, difficulties can arise in attempting to preserve the specific quality of the product and its related reputation.

A designation encompassing different products

In some cases, the reputation attached to a GI covers a wide range of products that may have significant differences in their appearance, production methods, etc. In this context, it can be hard to distinguish a legitimate use of the GI from a misuse or imitation.

In other cases, several local names are used for the same kind of product. It would be better to choose only one name during the qualification process (See chapters 2.2 and 2.3). There may be no easy solution to the problem, but it is important to encourage a process of convergence and consensus-building among local stakeholders that conforms to local resources and with local tradition.

Case study 7: Imitation of a GI by industrial companiesQUESO CHONTALEÑO (Nicaragua)

Farm households that practice transhumance produce Queso Chontaleño in remote areas of Chontales (Nicaragua). This cheese, known by domestic consumers as “Queso Chontaleño”, has a very strong flavour and personality. Nowadays, other milk producers from more accessible areas would like to start the production of “Queso Chontaleño GI” in order to increase their profitability and market opportunities. This semi- industrial cheese should replace their existing products, “Queso Filato” and “Queso Morolique”. At the same time, an industrial company sells “Queso Tipo Chontaleño” in the supermarkets of Managua and exports it to the United States for nostalgic Nicaraguan consumers. This situation brings about some confusion surrounding the term “Queso Chontaleño”: Some people perceive this as cheese prepared according to the local traditions and artisan techniques; others use the term “Queso Chontaleño” to indicate any type of cheese made in the Chontales region. Today, there is no national law protecting and defining the “Queso Chontaleño” product. As a consequence, some companies sell “Queso Chontaleño” using milk produced on large, intensive dairy farms in areas far from that which originally gave the product its name.

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Source: Arfini, F. et al, 2007

Queso chontaleño by the industrial company sold in supermarkets or exported to the United States.


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1.3The need to establish local rules to use the Geographical Indication In order to prevent misuse or expropriation of GIs and allow them to play their role as a sign of a specific quality linked to geographical origin for producers, consumers, local and global stakeholders, a set of common rules defined at the local level is required in order to:

• clearly identify the product and define its production and processing practices shared by stakeholders using the GI;

• avoid unfair production and commercial practices, preventing abuse or damage to the GI reputation through the making and selling products with different and/or lower quality characteristics while benefiting from the reputation of the quality sign;

• guarantee quality assurance of the product and of the geographical origin, fostering consumer confidence;

• guide the behaviour of local producers and support coordination and cohesion to create, preserve or improve the GI product’s reputation and name value.

In order to enforce these local rules, local stakeholders can explore ways to ensure the conformity to the rules established and protect their rights to use the GI under a protection and guarantee system. A precise assessment of the situation is necessary to establish linkages between the legal issues to be addressed based on the available normative framework, market realities and producer strategies.

Enforcement of the local rules, social mechanisms and legal protection The regulation of GIs, first and foremost, is based on a system of self-enforcement by producers. GIs can also be enforced through informal mechanisms, such as mutually agreed upon social controls and unwritten rules of practice and standards (See case study 8). Self-regulation and enforcement alone can apply locally in very specific contexts. When the relationships among producers are not strong and/or marketing abuses (imitation of the product and GI usurpation) are common nationally or internationally, legal protection of the GI may be considered by local stakeholders as a tool for effective regulation (See chapter 5.1).

Even when no problems of imitation or divergence in local production practices emerge, the establishment of formally recognized rights over the GI could be important; in fact, a formal recognition of the GI - legal or not - could prevent registration of the GI by other actors.

Without legal protection of codified rules and a regulatory system for the market, it may be difficult to avoid the misuse of geographical names, especially when the reputation is high. The absence of a regulatory framework may threaten the legitimate local GI system and collective efforts to promote and preserve local resources, while misleading consumers (See case study 7).

These rules should give a clear reference and assurance to producers and to all interested parties. They are usually written in a document called a code of practice (CoP) (also called: “book of requirements”, “product specification” or “disciplinary document”) (See chapter 2.1).


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11.3

Several legal instruments to protect GIs are then available depending on the country. These include:

• National laws on business practices relating to the repression of unfair competition or protection of consumers either in general terms or more specifically regarding such matters as labeling, certification and agricultural control measures.

• Regulation of GI registration under intellectual property rights and specific geographical indication laws and trademark laws, with different categories depending on the country

Case study 9: Registering a GI to prevent the private registration of a geographical name (Dominican Republic)

In the Dominican Republic, as in other countries, many geographical names have been registered as private trademarks by individual firms. For example, many coffee trademarks are registered according to national Dominican law. This has caused serious problems for local initiatives to qualify local coffee by means of a Geographical Indication, because all the “meaningful” geographical names (such as the name of the Pico Duarte, the highest mountain in the Caribbean region) have already been privately registered.

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Source: Belletti, G. et al. 2007.

Case study 8: Social control and sanctions for local staple food GARI (cassava semolina) FROM SAVALOU (Bénin)

Gari is the favorite staple food all over Western Africa. It is made from toasted cassava semolina. In the village of Savalou (Benin, West Africa), a special type of Gari, called Gari missè, is produced and its fame is widespread throughout the country.Quality control is carried out at the processing and trading stages by a group of Savalou women processors. They only allow women whom they know and trust into their processing. The women processors themselves treat directly most of the products. Within the group, a social control is imposed to respect correct processing rules and marketing practices. A lack of respect for the rules entails the risk of being expelled from the group.

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Source: Gerz, A. and Fournier, S. 2006.


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1.3Indeed, at the international level, GIs are defined and recognized as intellectual property rights by the Agreement on Trade-Related Aspects of Intellectual Property Rights (TRIPs) of the World Trade Organization (See box 1 in chapter 5.1). In fact, two specific international definitions exist in relation to GIs: geographical indication and appellation of origin. These two are distinct from the indication of source, which does not refer to a specific quality (See box 4).

The legal protection of a GI may represent either a kind of accomplishment of the GI set-up, or the first step in establishing on a solid basis the dedicated collective organization and all its potential tasks.The identification of the specific quality and the definition of local rules by local actors during the qualification phase will serve as the basis for applying for legal protection, especially legal tools under intellectual property rights.

BOX 4: GEOGRAPHICAL INDICATION, APPELLATION OF ORIGIN AND INDICATION OF SOURCE

“Geographical Indications” defined by the TRIPs Agreement in 1994, “are indications which identify a good as originating in the territory of a member, or a region or locality in that territory, where a given quality, reputation or other characteristic of the good is essentially attributable to its geographical origin”.

“Appellation of origin” represents a more restrictive category of GIs, defined in the Lisbon agreement of 1958, as geographical designations of products whose quality and characteristics are due exclusively or essentially to the geographical environment, including both natural and human resources.

“Indication of source” generally refers to a sign that simply indicates that a product originates from a specific geographical region, in particular some countries. Therefore, even if the indication of source refers to a geographic name (the country name), it is different than the geographical indication and appellation of origin, which refer to a specific quality.

BOX 5: ORIGIN-LINKED PRODUCT, GI PRODUCT AND PROTECTED GI PRODUCT

Not all origin-linked products (that is, products with a specific link with a territory) are GI products. The fact that people inside the local production area refer to the origin- based product with a specific name (the GI) indicates a consciousness of the specificity of the product. This kind of consciousness is the result of a learning process, developed during the identification phase of the value creation process. Not all GI products are (and shouldn’t be) legally recognized and protected, even though very often, some kind of legal recognition of the right of the local community over the geographical indication could be very useful for preventing or enforcing unfair practices.

GI product Origin-linked

product

Legally recognised and

protected GI

Source: SINER-GI reports WP1 WP2


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1.3PRACTICE


Answer the following questions• What is (are) the name(s) of your product? • Is your product known as a result of the geographical name of the production area?

Or is it known by many geographical names? Are there any other identifiers of the product?

• Are there specific associated signs or characteristics (i.e, bottle, shape, presentation), which may indicate the geographical origin of your product to consumers, in addition to the name itself?

• Does the geographical name make sense for consumers? Is it positive or negative? • What is the reputation of the Geographical Indication (local, national, international)? Are consumers aware of the specific quality of the product? Is there a difference in

price for your product compared to others of the same category?• Are there problems caused by some heterogeneity of the products originating from

the designated geographical area? • Is there a need for defining common rules for the GI product?• Are there any problems of abuse or misuse of the name/designation of your

product? If yes, what have been the consequences? • Are there any imitations of your product? How do these imitations differ from the

“original” product? Why do you think these products are not authentic?• Are there any risks of confusion or conflict with other geographical identifications

(name, symbols, characteristics, signs)?• Are the related signs and characteristics specific enough? Is it necessary to regulate

them? What would be the benefits of having legal protection of the product name?

List in the table1) The products, geographical identification or other related signs that may imitate

your product or GI in the market2) Where they are made? 3) The differences between them and the “authentic” product.4) The effects these imitations may have (on the market, on the local production

system, etc.).

1. Imitations, confusing geographicalidentification or associate signs

2. Where? 3. How do imitations differ? 4. Effects

… … .. ..

Sharing a common approach 1

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1.41.4 Sharing a common approach

The need for collective action Within and outside the production area a GI product involves, by definition, many different actors. Producers, processors, traders and consumers share know-how about good practices regarding production, processing, preservation, trading and even use or consumption of the product.

Figure 2: Different stakeholders who can be involved in the value creation process

considered from the onset of the identification phase. Indeed, setting up a

value creation process for a GI product requires the active involvement of the

local stakeholders who have the right to define the common rules for using

the GI. This should be attained through a participatory approach in order to

develop a common vision and strategy for the product, to identify its links

with the geographical origin, and to establish a collective protection system.

Moreover, local producers should be able to build and manage active

and stable external relationships emanating from different perspectives;

economic, political, social and scientific. Therefore, territorial links and

external networks are important to consider.

Introduction

non-governmentalorganizations

Local stakeholders

Other economicactivities

CONSUMERS

Value-chain

Local stakeholdersTerritory Public authorities

PROCESSORS

LOCALCONSUMERS

DISTRIBUTORS

PRODUCERS

Research &

Extension


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11.4 Inhabitants, scientists, development

practitioners and public actors may also possess relevant information and vision for the preservation and promotion of local resources. This is a shared knowledge and it can be viewed as a collective expertise. It is also a distributed knowledge, which means that the skills of various actors are necessary to fulfil the whole process. In fact, no single actor is able to master all the dimensions and steps of the elaboration process.

Market recognition obtained by GI products reflects the collective capacity to define and efficiently manage the combination of natural and human factors. Beyond the definition of the product and its specific quality, the collective strategy may reinforce the reputation used as a strategic tool for marketing and/or rural development. In this view, collective rules should not be considered as a constraint but as a condition for efficiency.

Setting up a collective action includes different aspects: • defining the community or group of stakeholders who will benefit from the right to

establish the rules, and will share the rights and responsibilities to respect rules regarding the GI product;

• establishing the network and the partnerships within the local production system, the territory and the external supportive actors, facilitating sharing information and knowledge. This includes practical activities such as meetings, visits etc. and;

• defining the rules that will be shared among the producers in the different phases.

Mobilizing local stakeholders Mobilization of the local actors concerned by the impacts of the origin-linked quality circle on the territory (value chain actors and local community) is a fundamental step, and requires raising awareness on the potential for rural development and the role of the local actors. This mobilization implies three important activities:

• Organizing the local context, e.g. through producer meetings, studies and visit exchanges with other similar production systems in order to share views on the product and on what determines its characteristics.

• Empowering disadvantaged actors, who often are the real trustees of the “original product”, in order to allow for their participation in the process. Empowerment of local actors is a key issue in terms of f social sustainability for the value creation process. Local public administrations, NGOs and other local associations, should support these activities and.

Different categories of stakeholders can be involved:

- Within the value-chain and in the territory: companies participating in different stages of the production process.

- Outside the value chain, but still on the territory: local communities, producing and/or consuming the product; local institutions: producer organization, local public administrations, agencies and NGOs for development, consumer associations.

- These supportive stakeholders can be located outside the territory but at some point may become involved in the process because of their particular interest (biodiversity and environmental aspects, local culture and traditions, gastronomic issues, landscapes, etc.).

- External stakeholders, outside the territory but linked to the value chain: intermediate purchasers, consumers outside the production area.


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1.4• Mediating: each actor has a specific vision of the product and its evolution, depending on their specific interests in the product. Therefore, it is important to consider the motivations of the actors involved, as they can be potential sources of conflicts when engaging the qualification. Some of the questions that should be explored are: How and where to produce the product? Which particular characteristics it should or should not have? What are the rights of each stakeholder involved with the product? What rules and decisions should be established by the community to prevent damage that may arise through improper production, sale or use of the product?

As a result of mobilization, a group of local stakeholders directly concerned by the qualification of a GI product (a “GI group”) emerges and acts as a representative of the actors who join efforts in elaborating the quality of the end-product: producers, processors and traders. In chapter 3.1 more details are available on GI organization for marketing the product.

Case study 10: Setting up collective actionsCOTIJA CHEESE (Mexico)

The Cotija cheese is produced by a small community of farmers with their own distinctive history and culture linked to cattle farming who are scattered throughout in the Jalmich region the mountainous region in Mexico.Two Mexican researchers became aware of the value of this product and its risk of disappearance as a result of the ongoing rural exodus. They raised awareness within the local community and together with the local leader of Cotija town, they facilitated the collective actions necessary to promote and preserve the cheese through maintaining producer income and local activity. As a result, the Regional Association of Producers of Cotija cheese (ARPQC) was created in 2001 with 93 producers in order to exchange information and cooperate in the process of identification and qualification of the product. To face the problem of isolation and lack of time and resources, meetings and workshops were organized with representatives of 25 geographical groups of five to ten families, half of which were part of a cooperative established to implement the common process of qualification and develop product marketing. Then a Civil Association «Prosierra de Jalmich» was created in 2003, involving a wider range of stakeholders (producers, researchers, local leaders, other professionals as well as regional and national public institutions), in order to develop a territorial strategy, apply for official recognition of the specific quality and reputation of the product and promote it.

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Source: Poméon, T. 2007.


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11.4 Involving external actors

Producers should not remain isolated in their efforts to identify and qualify origin-linked products, as this often implies specific knowledge and capacities. The management and development of the GI production system should benefit from support external to the production system and even the territory in order to help producers reduce obstacles and improve the management and the economic sustainability of the production system.

The dimension of the external partnerships constitutes a “supporting system” for a GI product, or “GI system”. Although they are not directly involved in the production or the processing of the product, nor in the final decisions on its rules and physical boundaries, the supporting network can play a very important role, at times initiating the quality virtuous circle by raising the awareness of producers or even leading the process of identification and qualification of the product.

Therefore the GI system should include all kinds of actors and activities that can contribute to the production/promotion of the GI product. Different categories of actors can also be part of the quality circle at one moment or another. Examples are provided below.

Case study 11: Involvement of a supply chain actor: a butcherPAMPA GAÚCHO DA CAMPANHA MERIDIONAL MEAT (Brazil

The “Carne do Pampa Gaúcho da Campanha Meridional” is a meat produced on the large Pampa meadows that has been recognized for a long time by Brazilian people for its specific quality. It has been protected as a GI since December 2006 by the Brazilian National Institute of Industrial Property (INPI). This was possible thanks to a project established in 2004, through a partnership between private and governmental organizations and with the leadership of farmers from the Pampean region. The objective of the project was to differentiate their product and improve its quality in order to compete in national and international markets. The code of practice refers to strategic resources that confer its specificity to the Pampa Gaúcho meat: a privileged ecosystem; a European cattle genetic base; a meat production process based on raising animals outdoors on extensive native grasslands; animal welfare standards at slaughter; tacit knowledge of producers; and culture and tradition of the people, the Gaúcho. During the implementation of the GI, a favoured partnership was set up with a specialized butcher in Porto Alegre, who initially was the unique retailer of the bovine meat from the Pampa Gaucho Meridional GI. This butcher owns a specialized shop renowned for its high quality meat from British cattle bred in the Rio Grande do Sul State. His clients are connoisseurs who look for quality and who accept and can afford higher prices. This butcher recognized the quality of the “Pampa Gaucho da Campanha Meridional” meat and accepted to promote the GI’s meat in his shop. In doing so, he supported the development of the GI and provided the product market access.

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Source: Cerdan C. et al, 2007


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1.4Food operators

Traders, sellers, restaurant owners and other actors belonging to the supply chain, even if not involved directly in the qualification process, can play an important role in enhancing the economic vibrancy of the GI product by supporting marketing and promotion activities and helping to create new marketing opportunities.

Consumers and consumer associations

Consumer preferences and purchases allow for the reproduction and improvement of the resources used in the GI production process. Consumers may also be a vehicle for information transmission and spreading the popularity of the GI product. In particular, travelling consumers, emigrants or tourists can enhance the reputation of a local product.

BOX 6: EXAMPLES OF SUPPORT FROM CHEFS AND RESTAURANTS

Chefs and owners of restaurants can collaborate to promote the product and the territory. For example, in the case of the Saffron of Taliouine (See box 1 page 7), French chefs collaborated to raise awareness of the local community and the the product’s value by promoting it in their restaurants.Another example is related to the black pig from the Gascogne region in the southwest of France: it is a very peculiar specialty product, which almost disappeared because of a decline in local pig breeds biodiversity. The renewal of this product, was made possible because of an efficient supportive network; a group of chefs, and participated in advertising the product.

Tasting of saffron cuisine with French Chefs celebrities and personalities, who organized during Saffron Festival in Taliouine 2008.

Case study 12: The role of travellers and of emigrants in promoting the product and building its reputation - MAMOU CHILI (Guinea)

In Guinea-Conakry (Western Africa), chili from Mamou, which cannot be obtained elsewhere, is famous throughout the entire nation because of its strong taste.Guineans who travel abroad always choose Mamou chili as a gift. It is also very popular and recognized among the Guinean communities abroad.This product enjoys a strong external network of faithful consumers abroad, who prefer this product and give it a high symbolic value. This wide diffusion through travellers and migrants is clearly a very important support for this local product.

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Source: Camara, T. H. Haba M. 2004.


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11.4 In some cases, consumer associations may intervene to protect the very existence

of the GI product on the market, preventing its disappearance by organizing events, implementing new marketing channels and new production experiments.

Public and non-governmental bodies

Local governments and other local authorities, together with NGOs, can act at many levels to support a GI product’s development: research support, rural animation, as well providing technical assistance or information and marketing campaigns to consumers and traders (see case studies 13 and 14). Public intervention may be justified as GI products create employment and generate a positive image of the region. This can be useful for tourism and for the attractiveness of the region in general.

Public support can also come from national or international institutions. The role of public actors and policies are analyzed in more detail in chapter 5.2, in a perspective on sustainable development and the need for balanced private-public coordination.

BOX 7: CONSUMER SUPPORT: EXAMPLE OF SLOW FOOD

Slow Food is an international association operating since 1986 to safeguard the international oeno- gastronomic heritage through the enhancement of typical products and the promotion of agrifood quality and taste education of consumers. The Slow Food Foundation for Biodiversity was born in 2003 with the objective to protect agricultural biodiversity and the folk as well as food traditions in the world. More specifically, the Foundation is active in the realization of the following projects: • the Ark of Taste, inventory of traditional quality agrifood products that are Disappearing; • Slow Food Presidia, specific projects created to protect small producers and save plant

species, animal breeds and quality folk products and; • The Earth Markets, focused on small-scale producers of origin-linked quality

products, which offers an important commercial opening to local communities.Every two years Terra Madre allows producers from all over the world and operators of the sector (cooks, universities, journalists; 167,000 visitors in 2006) to meet and raise awareness of their food products and sample other food products during the Salone del Gusto.

Source: www.slowfoodfoundation.org

BOX 8: EXAMPLES OF WINE ROUTES

Wine routes and specific fairs dedicated to local products are good examples of possible positive support by local institutions. Many local authorities in southern France (Municipalities, Regional or Departmental Councils) are implementing, in collaboration with wine producers, tools (signs on the roads, booklets, maps, etc.) to promote the local wines. In the famous wine producing region of Mendoza in Argentina, various communities have developed local or regional itineraries to promote wine routes that guide tourists from wineries to related attractive sites or other local economic activities.

Source: Vandecandelaere, E., 2004.

Example of Maipu “wine berceau” in the central western oasis of Tupungato in the Uco Valley.


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1.4

The scientific and development support

Scientific support may be useful during the process of rule-setting (for example by providing studies and research analysis on economic and social sustainability), to demonstrate the link between the product quality and its territorial origin and even to support the group of producers in marketing and promotion activities and collective organization management.

Other local economic activities

Within the territory, other private sector actors outside the production supply chain can establish very useful and successful alliances with GI systems. In particular tourism activities can result, based on synergies related to the territory’s reputation (See chapter 4.3).

Case study 13: Actions of public authorities and NGOsCACAO ARRIBA (Ecuador)

In 2000, the Ministry of agriculture began a project for protecting and preserving the quality of Cacao Arriba. In 2005, within the programme Biocomercio supported by UNCTAD (United Nations Conference on Trade And Development), national institutions and a group of NGOs reinforced the project. They worked with the aim of supporting producers (through the National Federation of Cacao Producers of Ecuador - Federación Nacional de Productores de Cacao del Ecuador - FEDECADE and the Union of Cacao Producers Organizations of Ecuador - Unión de Organizaciones Campesinas Cacaoteras del Ecuador - UNOCACE) in the elaboration of a strategy and of a formal request for an appellation of origin.

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Source: Quindaisa, E. et al 2007.

BOX 9: EXAMPLES OF GI RELATED RESEARCH PROJECTS

In South Africa, a project managed by ARC (Agricultural Research Council) and the North Western Cape Department of Agriculture (South Africa) helped to define the GI approach for Rooibos and Honeybush (See case study 1 in chapter 4.1). They brought in new partners, such as the environmental NGO Cape Conservation. In Tuscany, Italy, a research project was conducted by the University of Pisa and Florence to study and preserve the native cherry-tree varieties of Lari (name of a small village) (See case study 2 in chapter 4.1). The research was carried out with the involvement of local farmers, who participated in the research activities by exchanging knowledge with scientists, planting the specific local cherry-trees with their technical assistance and learning from the results of the study.


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11.4

Case study 14: Actions of public authorities and NGOs CHIVITO CRIOLLO DEL NORTE NEUQUINO (Argentina)

In the case of Chivito Criollo del Norte Neuquino, the national extension agency INTA supported the launching of a virtuous quality circle with the identification of the local breed (See case study 3 in chapter 1.1) in order to build a sustainable economic activity in the remote areas of Neuquen in Patagonia, Argentina. They informed local stakeholders of the importance of promoting and preserving local resources. Various public institutions have participated in the process by facilitating meetings to present and discuss the strategy for protection and recognition of the specific product. A GI process began with the involvement of numerous producers, motivated by the sustainable perspective. Breeders and dealers discussed in workshops different ways of preserving the traditional production system and how to promote the product in the market. An “ad hoc” committee elaborated the specific rules (code of practice) while 150 producers out of 990 participated in developing the request for protection by government authorities. A GI association was created in 2006, the “Asociación del Consejo Regulador de la Denominación de Origen Chivito Criollo del Norte Neuquino” which applied for a GI. It was established that only farmers and dealers could be active members of the association although others could participate as Honorary members. A regulating council for the development of the GI product was elected, consisting of producers and marketing intermediaries. An advisory council was created, integrating public institutions such as INTA, representatives of the Ministry of Agriculture and the municipality of Chos Malal.

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Source: Pérez Centeno, M. 2007.

Producers working on a map for the delimitation of the GI area.


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1.4PRACTICE


Answer the following questions• Who is interested in implementing a value creation process for your product? • Are some producer groups or cooperatives already organized and active on quality

attributes in production, processing or marketing? Does their area of action fit with the area of production of the product?

• Are there any previous experiences of joint initiatives by producers and processors of the product? Do these different stakeholders have leaders or representatives?

• What are your objectives (passive or active approach)? How can you enhance a collective action?

• Who are the main stakeholders? How can we be sure to represent all stakeholders? Who will lead the process?

• Which typology of actors interacts with the GI producers? Are they private or public actors? What are their interests and needs? What help can they provide to the system?

• How can you build external relations and create a “supporting network”? • How can you ensure transparency in information sharing and in decision-making?

List in the table1) Who is, or can become, a member of the external support network for your

product? 2) What are the main expectations of this actor in relation to your product? 3) Which initiatives can improve the linkages and tighten the network?

1) Members of external support network

2) Main expectation of this member

3) Main initiative to strengthen the linkage

……

……

……


Local

stakeholders

23

4

Local specificresources

Product Market

Society

Identification

Re

muneration

Publicpolicies

Qualifi

cati

on

5

Re

pro

duction

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Documents

Identification: awareness and potentials · 2010-11-29 · 1 Identification: awareness and potentials The first step of the quality virtuous circle, in order to launch or strengthen